After Ghibli, brands pack a punch with action figures

Marketers and social media teams are now embracing this toy-inspired format to showcase brand identity with a playful twist

by Soumya Gawri
Published: Apr 11, 2025 9:33 AM | 4 min read

Mini figurines, sealed blister packs, and perfectly arranged props—if your Instagram feed looks like a collector’s dream lately, you're not alone. The action figure packaging trend has taken over social media, transforming everyday people (and brand mascots) into miniature collectibles. After the Ghibli-style portrait craze, this is the new rage, and it’s got brands jumping on the bandwagon faster than you can say “limited edition.”

So, what makes this trend so irresistible? And why are Indian brands diving headfirst into this toy-inspired visual language?

There’s more than nostalgia at play here. The action figure aesthetic cleverly taps into childhood memories, packaging nostalgia, and fandom culture—bringing back icons like He-Man, Barbie, and WWE in spirit. But it goes beyond that. It offers snackable storytelling where one image communicates everything—character, accessories, vibe, and branding—in a single, compelling frame. For brands, it’s a win for visual identity. They get to spotlight their unique persona using props and design. Add to that the ease of creation, thanks to generative AI and design templates, and it’s a creative playground that requires little heavy lifting. It also layers several micro-trends—like toycore, unboxing videos, and digital collectibles—into one strong visual format.

Indian brands were quick to spot the scroll-stopping potential of the next big visual wave—action figure packaging. Marketers and social media teams are now embracing this toy-inspired format to showcase brand identity with a playful twist. The transition from ethereal animation to boxed figurines marks a shift from whimsy to wit—where brands aren't just telling stories, they're packaging them. Here's a list of some brands who got it right:

Swiggy Genie – The delivery dude becomes a wish-granting figure, complete with a lamp and tiffin.

Taco Bell India – “You’re not just a fan. You’re the fan.” This one came with tacos, fries, and a branded cup.

Third Wave Coffee – Meet The Brew Boss, accessorized with wireless headphones and a cold brew.

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Bingo Nachos – ‘Iss Mein Dip Hai’ packs dip, chips, and drama in a tray.

Everest Masala – "Taste Mein Best" with mini spice packets and chefs figurines.

Maaza – ‘Paglu’ makes a comeback as a summer-ready toy figure.

Old Spice – The OG macho man in red trunks, complete with cologne and a ship.

OLX – Tech-savvy minimalist gets his gear: laptop, headphones, camera—check.

Garnier Men – Cricket-themed kit for the grooming champ.

Medimix – Herbal queen with face wash, loofah, and sari vibes.

Asian Paints – Painter in overalls, paint bucket in hand.

Unlike other trends, this trend isn’t just a fleeting visual gimmick—it’s likely to evolve. Augmented reality (AR) and filters could soon allow users to scan a brand’s QR code and view their own action figure in 3D. Gamified elements, unlockable merch, and NFT-style drops could make this format more interactive and collectible. We might also see regional flavors and meme culture joining the mix—picture a Bhojpuri movie star edition or a ‘Rizz Baba Starter Pack.’ And finally, smaller D2C brands now have a chance to punch above their weight with creative posts that require just a single scroll-stopping image to make an impact.

In a content economy where attention is the currency, turning yourself—or your product—into a plaything is proving to be a masterstroke. The action figure trend blends nostalgia with novelty, aesthetics with algorithms. And as brands line up to get boxed, the real winners are the ones who know how to play the game.